Val Morgan Cinema Launches New Audience Insights Tool

Val Morgan Cinema Launches New Audience Insights Tool

Val Morgan has today gone live with CineTAM PLUS, which provides advertisers with behavioural data around the cinema occasion.

Benita Chantharath
Posted by Benita Chantharath

CineTAM Plus will see Val Morgan continue to add depth to their audience profiling and data capabilities. It delivers cinema audience data including their ‘movie going’ and media habits as well as insights into category and entertainment preferences.

To meet with the demand of an insights driven market, CineTAM Plus will provide unique intelligence and sophisticated targeting for greater optimisation. The tool will capture sentiment and trends in behaviour as well deep insights about cinema audiences.

Val Morgan managing director, Dan Hill, said, “Cinema is the favourite out of home pastime of the Australian public and over the last 18 months we have created a unique level of insight into this audience.

“As well as movie preferences we now know, for example, when people shop, whether they have SVOD at home and how they feel about their insurance provider”.

Quarterly sweeps will continue to build on an already established insight base of over 12,500 respondents. Ongoing it will form the world’s largest research database of cinema audiences in Australia and New Zealand.

Val Morgan have also announced that phase two of CineTAM Plus will be  offering advertisers access by providing specific questions to gain further qualitative insights linked to a brand, product and category.

Val Morgan’s cinema audience measurement tool, CineTAM, will continue to deliver accountability through audience measurement.